Honoree

Foundation has become a defining force in beauty and wellness communications by helping brands earn relevance where culture, commerce, and credibility intersect. Since its founding in 2018, the agency has evolved into a fully integrated partner spanning earned media, influencer strategy, affiliate marketing, and experiential storytelling, trusted by both category leaders and emerging founders shaping the future of beauty. Over the past year, Foundation entered its most impactful phase to date, growing its retained client base by 60%, expanding senior leadership, and managing its largest active roster yet with 43 rolling clients. The agency delivered standout launches including Jasmine Tookes’ Brunel, POV Beauty, and major franchise growth for INNBEAUTY Project, alongside culturally resonant moments such as the Boka x Erewhon collaboration and Hero Cosmetics’ first influencer trip. Foundation also secured industry-defining wins including a WWD cover for Homecourt, the launch of K-Beauty World at Ulta, and 20 Allure Best of Beauty Awards across its roster. Known for pairing cultural fluency with measurable outcomes, Foundation continues to build brands that break through, sell out, and sustain long-term equity.

LEADERSHIP:
Kelly Fobar Davis, Co Founder and Chief Executive Officer
Jenny Lin, Co Founder

FOUNDING DATE:
2018

WEBSITE:
www.wearefoundation.co